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Course: Product Marketing: Creating a Marketing Plan

Product Marketing: Creating a Marketing Plan

  • Life Time Access
  • Certificate on Completion
  • Access on Android and iOS App
About this Course

This course covers the fundamental principles of marketing for product leaders, managers, marketers, business analysts and field marketing. It covers:

Foundations:

  • What is Marketing
  • Creating Insanely Great Customers
  • Personas
  • Differences in Geography, Demographics, 
  • Bias, Ways of Doing Business and Cultures

Preparation for Planning:

  • Target Market(s)
  • Positioning

Marketing Plan:

  • Value, Messaging and Messages
  • Marketing Strategies, Objectives, Types and Techniques
  • Media, Mix and Plan
  • Packaging and Bundling
  • Marketing Communications
  • Channels
  • Typical Product Marketing Manager Activities
  • Timing, Budget and Schedule/Responsibilities
  • Sustaining/Ongoing Marketing Plan and Metrics

The course includes a detailed workbook to be used to create a marketing plan.

The course includes two bonus features not found anywhere else:

First, if you make a commitment to finish the course and its exercises by any date of your choosing, I will review your plan and give you feedback. Such an effort will enable you to create your plan and help refine it based upon my experience. I say any date of your choosing to help motivate you to "get it done" but at your own pace.

Second, if you do a good job by clearly demonstrating in your plan that you know how to pull the plan together. Which is, by the way, the purpose of this course, for you to learn not only what should be done but how to do it. I will give you a personal recommendation that you can use to help get a job or for any other purpose like posting on your Linkedin profile.

This is in addition to getting a course completion certificate provided by Simpliv to prove you have the skills to get the job done.

Who is the target audience?

Leader (Director, VP, Business Unit Manager, Startup, Entrepreneur)

Product Manager and Product Marketing Manager Entry Level (Basic), Intermediate, Advanced (Specialist)

Product: Owners, Strategists, Solution, Line, Scientist

Manager: Industry, Portfolio, Program

Business Analysts

Field Marketing

Basic knowledge
  • Basic Understanding of Business
  • Use of Power Point if student desires to do the exercises
What you will learn
  • Learn about the basic elements of marketing
  • Understand what goes into a launch plan and on-going or sustaining marketing plan
  • Be able to write a basic marketing and launch plan
Curriculum
Number of Lecture: 26
Total Duration: 01:17:33
Introduction
Introduction, Definitions, Creating Insanely Great Customers and their Journey
  • Introduction Lecture Video  
  • Pre-Lesson "What is" Quiz  
  • What is Marketing, Sales, Business Development,Account Management Lecture Video  

    Understand what:

    • Marketing, sales, business development, account management is and does in a digital world
    • The Customer Journey is…
  • Introduction: Exercise  
  • Post-Lesson "What is" Quiz  
  • Pre-Lesson "Creating Insanely Great Customers" Quiz  
  • Creating Insanely Great Customers Video  
    • Understand Pre-Work
    • What is the Customer Journey and Creating Insanely Great Customers
    • Importance of values and vision


  • Customer Journey Exercise  
  • Post-Lesson "Creating Insanely Great Customers" and "Customer Journey" Quiz  
Personas, Differences, Target Markets and Positioning
  • Pre-Lesson Personas Quiz  
  • Personas Video  
    • Understand what a persona is and how to write them
  • Post-Lesson Personas Quiz  
  • Pre-Lesson "Differences" Quiz  
  • Differences in Geography, Demographics, Bias, Ways of Doing Business, Culture  

    Understand the marketing differences in geography, demographics, bias and ways to doing business

  • Post-Lesson "Differences" Quiz  
  • Pre-Lesson "Target Markets Quiz  
  • Target Markets Video  
    • Understand what is a target market and how to identify them
  • Post-Lesson "Target Markets" Quiz  
  • Pre-Lesson "Positioning" Quiz  
  • Positioning Video  
    • Understand what positioning is and how to do it
  • Post-Lesson "Positioning" Quiz  
Values, Messaging, Media, Mix and Plan
  • Pre-Lesson "Value Messaging" Quiz  
  • Value Messaging Messages Video  
    • Understand what a value proposition is, messaging, messages, how to use them and develop the ability to compose them
  • Post-Lesson "Value Messaging" Quiz  
  • Pre-Lesson "Marketing Strategy" Quiz  
  • Marketing Strategies, Objectives, Types and Techniques Video  
    • Understand the many marketing strategies, types, techniques and tactics. Learn about the 11 Ps marketing
  • Post-Lesson "Marketing Strategy" Quiz  
  • Pre-Lesson "Media, Mix, Plan" Quiz  
  • Media Mix Plan Video  
    • Understand the various media options, mix and plan
  • Post-Lesson "Media, Mix, Plan" Quiz  
Packaging, Bundling, Promotion, Marcom
  • Pre-Lesson "Packaging, Bundling, Promotions" Quiz  
  • Packaging Bundling and Promotions Video  
    • Understand packaging, bundling and promotions
  • Post-Lesson "Packaging, Bundling, Promotions" Quiz  
  • Pre-Lesson "Marcom" Quiz  
  • Marketing Communications Video  
    • Understand what marketing communications is and its key elements
  • Post-Lesson "Marcom" Quiz  
Channels, Product Marketing Manager Activities, Timing, Budget, Schedule
  • Pre-Lesson "Channels" Quiz  
  • Channels Video  
    • Understand alternative channels, different pricing, support, sales materials and managing without channel conflict
  • Post-Lesson "Channels" Quiz  
  • Pre-Lesson "PMM Activities" Quiz  
  • Product Marketing Manager Activities Video  
    • Understand what a typical product marketing manager does
  • Post-Lesson PMM Activities Quiz  
  • Pre-Lesson Timing Budget Schedule Quiz  
  • Timing Budget Schedule Video  
    • Understanding the basics of the marketing schedule, budget, needs and return on investment
  • Post-Lesson Timing Budget Schedule Quiz  
Sustaining Marketing
  • Pre-Lesson Sustaining Marketing Quiz  
  • Sustaining Marketing Plan Metrics Video  
    • Understand the components of a marketing plan
  • Post-Lesson Sustaining Marketing Quiz  
Next Steps
  • Conclusion and Next Steps  
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